An Ethnographic Study of Audience Viewing of the Telenovela- Kumkum Bhagya at Selected Sites in Ghana

Although telenovelas originated outside Africa, they have gained so much popularity in some African countries with Ghana not being an exception. This popularity has led to the emergence of a new phenomenon of viewing telenovelas at domesticated but open television viewing sites such as hair salons, grocery stores, cafes, gaming centers among others. Since this phenomenon has brought about a gathering of individuals at a common assembly ground, there is the need to explore the ideas that shape meaning making and the kind of interactions that take place. This paper investigates the culture that surrounds the immediate viewing of the Hindi produced telenovela-Kumkum Bhagya at selected sites in Winneba- Ghana. Using the theory of Popular Culture through an ethnographic approach and anchored on interviews, participant observations, and focus group discussions, the paper reveals that viewers of Kumkum Bhagya cut across various classes on the social ladder reiterating the assertion that, in Africa, everyone irrespective of their sex, age, religion, or ethnicity patronizes popular culture. Also, the findings of the study which were grouped into pre-viewing culture, viewing culture and post-viewing culture revealed that the culture that surround the viewing of Kumkum Bhagya are made of planned and unplanned activities which are all geared towards a successful telenovela viewing at the selected sites. Keywords: television, telenovela, Kumkum Bhagya; popular culture, third places, culture, ethnograph